Reputation, Reviews & AI-Powered Marketing
AI can read every review a property receives, draft a reply in seconds, and produce marketing copy and imagery faster than any team. This course teaches hospitality marketing, guest-relations, and general managers to use that speed without publishing anything fake, incentivized, or misleading. You'll learn the weekly review readout, the draft-edit-sign process, the lines on fake reviews and edited imagery, consent-based campaigns, and the first hours of a reputation event. You'll finish with a one-page reputation playbook and a six-line checklist that runs before anything posts.
Course details
Duration
1h 22m 48s
Lectures
15
Video
1.5 hours
Quizzes
1
Level
Beginner
Course Description
A rating follows the fixes, not the replies. This course shows hospitality teams how to read reviews at scale, answer every one in the property's voice, market honestly with AI, and protect guest trust, with one rule throughout: AI drafts, and a named person reads, edits, and approves.
What you'll learn
- A weekly AI readout by theme, and turning flagged themes into owned, verified fixes
- Replying to every review, including difficult and unfair ones, drafted by AI and signed by a person
- The review practices that are off-limits: fake, incentivized, gated, generated, or suppressed
- Voice briefs, facts sheets, and imagery that enhances the light, never the room
- Consent-based campaigns, verified local content, and measuring what turns into stays
- Disclosure, guest data rules, and the first hours of a reputation event
Who it's for
Marketing, guest-relations, and general managers at hotels, resorts, inns, and other hospitality properties who answer reviews or produce marketing with AI tools.
15 short video lessons in three modules: Reviews; Marketing; and Trust.
This course is educational and is not legal advice. Your company's policies and applicable law govern.
Module 1: Reviews
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1.1 Reading Reviews With AISentiment, themes, and trends at a working level.
In this lesson:
- Describe what AI reads in reviews: sentiment, themes, and trends
- Build a weekly readout that shows what moved and why
- Recognize where AI misreads reviews and a person must check
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1.2 Responding at Scale
Drafts in the property's voice; the manager's edit and sign-off.
In this lesson:
- State the response standard for every review
- Run the draft, edit, sign process with AI
- Edit an AI draft for truth, specifics, and promises
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1.3 Difficult Reviews
Service failures, unfair reviews, and the honest response.
In this lesson:
- Distinguish a real service failure from an unfair or inaccurate review
- Verify before drafting and edit for honesty
- Avoid the replies that make a difficult review worse
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1.4 What Not to Do
Fake reviews, incentives, and generated praise: the rules and the reputational cost.
In this lesson:
- List the review practices that are prohibited as of September 2026
- Separate allowed review requests from prohibited ones
- Explain why generated praise costs more than a low rating
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1.5 Turning Reviews Into Action
The operational feedback loop.
In this lesson:
- Run the loop from flagged theme to owned fix to verified recovery
- Share praise and patterns with the team in the way that works
- Treat a review as a work order rather than a score
Module 2: Marketing
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2.1 Content in the Brand's Voice
Drafting, editing, and the accuracy rules.
In this lesson:
- Build a voice brief and facts sheet that an AI tool can actually use
- Run the draft, edit, verify, publish cycle for marketing copy
- Separate what AI may draft from what a person must confirm
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2.2 Imagery and Video
AI-enhanced media and honest representation.
In this lesson:
- Distinguish acceptable enhancement from misrepresentation
- Run the media approval path with tagging, checking, and labeling
- Recognize the arrival test for every image a guest relies on
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2.3 Campaigns and Offers
Segmentation, personalization, and consent.
In this lesson:
- Build segments on behavior you hold, not inferences
- Run the offer-building process with consent checked first
- Distinguish sends with consent from sends that must not go
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2.4 Local and Seasonal Content
Fast, accurate, and verified.
In this lesson:
- Run the seasonal content cycle from plan to expiry
- Verify dates, distances, prices, and openings before publishing
- Explain why every seasonal page needs a take-down date
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2.5 Measuring Marketing
Reach, bookings, and what to stop.
In this lesson:
- Separate vanity metrics from value metrics
- Run a monthly marketing review that ends in decisions
- Identify the campaigns and content to stop
Module 3: Trust
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3.1 Honesty in Generated Content
The line between polish and misrepresentation.
In this lesson:
- Separate polish from misrepresentation in generated content
- Apply disclosure expectations for generated media and synthetic people as of September 2026
- Run the honesty check before anything publishes
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3.2 Guest Data in Marketing
Consent and privacy.
In this lesson:
- Apply the guest data rules for marketing: purpose, minimum, approved tools, no sensitive inferences, retention
- Run the four checks before a tool sees guest data
- Distinguish fine from not fine in everyday marketing data use
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3.3 Crisis and Reputation Events
The response playbook when something goes wrong publicly.
In this lesson:
- Recognize what counts as a reputation event
- Run the first-hours playbook: see it, pause the machine, one voice, follow through
- Avoid the responses that turn a bad day into a bad quarter
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3.4 Composite Cases
Three anonymized properties: the recovery, the misstep, the routine that worked.
In this lesson:
- Trace what moved a rating in a recovery
- Identify the missing rule behind a misstep
- Describe the daily routine that keeps a small property's reputation steady
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3.5 Your Reputation Playbook
The one-page playbook, the checklist, and your next review; the finale.
In this lesson:
- Assemble the one-page reputation playbook: read, respond, market, protect
- Run the checklist before anything posts, sends, or publishes
- Handle your next review the way the course taught
Reputation, Reviews & AI-Powered Marketing — Final Exam
Learn at your own pace
Study the materials at your convenience, you can always return to them to repeat
Certificate of completion
Complete every lesson and pass the final exam to earn a RiseCert certificate of completion you can download and share.
Your Name
Reputation, Reviews & AI-Powered Marketing
RISECERT
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Got Questions? We've Got Answers!
Answers to the most common questions about this course.
What is the Reputation, Reviews & AI-Powered Marketing course?
Reputation, Reviews & AI-Powered Marketing is a RiseCert online course for hospitality teams. It covers reading and answering guest reviews with AI at scale, producing marketing that stays in the brand's voice and stays honest, and protecting guest trust. Its one rule: AI drafts, a named person reads, edits, and approves. It includes 15 video lessons and a final exam.
Who should take a hotel reputation management and AI marketing course?
The course is built for marketing managers, guest-relations managers, and general managers at hotels, resorts, inns, and other lodging properties. It also suits front-office leads and coordinators who draft review replies, social posts, local guides, or email campaigns with AI tools and need a clear standard for what may publish.
Is it OK to use AI to respond to hotel reviews?
Yes, with a person in charge. The course teaches a draft, edit, sign process: brief the tool with the voice guide and confirmed facts, read the draft against the review line by line, cut anything untrue, generic, or over-promised, and have a named manager approve and log it. Nothing auto-posts, and every review gets a reply.
Can a hotel use AI to write reviews or offer incentives for reviews?
No. As of September 2026, the course explains that consumer-protection rules and platform policies prohibit fake reviews, incentives for reviews, gating happy guests toward public sites, AI-generated guest reviews or testimonials, and suppressing honest negative reviews. What's allowed is asking every guest the same way, with no reward attached.
How should a hotel respond to a negative or unfair review?
The course separates two cases. For a real service failure, verify with the team, own it plainly, say what changed, and take it offline with a named contact. For an unfair or inaccurate review, stay factual, correct one fact politely once, and never speculate about motives. Never argue, disclose guest details, blame, or promise the impossible.
Can hotels use AI-edited or AI-generated photos in marketing?
The course's rule is enhance the light, never the room. Correcting exposure or removing a temporary object like a cart is fine. Adding or enlarging a room, view, or pool, removing permanent features, or showing generated people as real guests is misrepresentation. The arrival test decides borderline cases, and generated media is labeled where expected.
How does the course handle guest data and privacy in AI marketing?
Module 3 sets five rules: purpose, minimum data, approved tools only, no sensitive inferences, and retention with an expiry. Before any tool sees guest data, you ask why, strip what the task doesn't need, check the tool's contract, and log what went in. Privacy rules vary by market, so your privacy policy and counsel set specifics.
What will I be able to do after completing the course?
You'll be able to build a weekly review readout by theme, run draft, edit, sign for every reply, turn flagged themes into owned fixes, write a voice brief and facts sheet, apply the media approval path, check consent before any send, run the honesty check, handle the first hours of a reputation event, and keep a one-page playbook.
Do I need marketing or technical experience?
No. The course is written in plain language for hospitality managers, with composite property examples and no coding or analytics background required. Experience answering reviews or producing marketing content helps you apply it faster. The legal, advertising, and privacy material stays at principle level and points you to your policies and counsel for specifics.
Does the course teach a specific review or marketing platform?
No. The course is tool-neutral and names no review-management, social, or email product. It teaches processes that work with any approved tool: the weekly readout, draft, edit, sign, the media approval path, consent checks, the monthly marketing review, and the crisis playbook. Guest data goes only into tools your property has vetted under contract.
Is the course content up to date?
Yes. The course reflects review rules, platform policies, and disclosure expectations for generated media as of September 2026, and notes that expectations are tightening each year. Because rules vary by market and change, it teaches durable principles, such as a person signs, the facts match the property, and when unsure, disclose.
How long does the course take to complete?
The course has about 1 hour 25 minutes of video across 15 lessons, plus a final exam. Lessons run about five to six minutes each and are organized into three modules: Reviews; Marketing; and Trust. Most learners finish in a few sittings, working at their own pace.
Is the course online and self-paced?
Yes. The course is 100% online and self-paced, and your access does not expire. You can start, pause, and resume at any time on a computer, tablet, or phone with a modern web browser. There's nothing to install, so it fits around a property's shifts.
Is there a final exam?
Yes. The course ends with a 30-question multiple-choice final exam covering all three modules. You need a score of 80% or higher (24 of 30) to pass, and you can retake the exam as many times as you need. Finish all 15 lessons and pass the exam to complete the course.
Do I get a certificate of completion?
Yes. After you complete all 15 lessons and pass the final exam, you can download a RiseCert certificate of completion. It is a course completion certificate, not a license, a professional certification, or a continuing education (CE) certificate.
Does the course count for continuing education credit?
No. Reputation, Reviews & AI-Powered Marketing is not currently approved or accredited for continuing education (CE, CEU, or CPE) credit by any state, licensing body, or industry association. It is professional development training that ends with a RiseCert certificate of completion.
Is this course legal, advertising, or privacy advice?
No. The course is educational and is not legal, advertising, or privacy advice. Your company's policies, brand standards, and applicable law govern reviews, marketing claims, disclosures, and guest data. For a specific campaign, data use, or dispute, consult your property's counsel or privacy lead.
How much does the course cost, and can I enroll my team?
The course costs $99 per learner as a one-time purchase, with no subscription or recurring fees. To enroll a marketing team, guest-relations staff, or managers across several properties, contact RiseCert through the Contact Us page at risecert.org.
What is the refund policy?
All sales are final and no refunds are issued, as stated in the RiseCert Terms of Use. Please review the course description, lesson list, and these FAQs before purchasing, and contact RiseCert with any questions first through the Contact Us page at risecert.org.